臺灣寺廟經營策略之研究--以臺北霞海城隍廟為例

The study of temple management strategy in Taiwan -- The case of Taipei Xia Hai Temple

劉豪華(Hao-Hua Liu)

指導教授 ： 林江峰

淡江大學/商管學院/國際企業學系碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00651

摘要

近年來台灣受到政治與經濟發展的不確定性影響，造成台灣人民對未來的恐慌，透過宗教的穩定力量，寺廟成為尋求精神寄託的重要基地。然而、受到整體經濟影響，不少寺廟經營不善自動消失，因此如何在洪流中永續生存，經營管理成為關鍵。本研究透過文獻分析、參與觀察、訪談與個案研究來探討1、臺灣寺廟產業與發展概況；2、臺灣寺廟經營概況；3、臺北霞海城隍廟月老國際化行銷策略；4、臺北霞海城隍廟行銷對臺灣寺廟經營之啟示。
從第二章臺灣寺廟產業發展概況，研究臺灣宗教概況、產業型態、管理法令、民間信仰神祇、儀式；並在第三章分析臺灣寺廟行銷與經營策略，了解寺廟經濟來源模式、行銷策略、經營策略及行銷資源整合；第四章個案分析臺北霞海城隍廟行銷經營策略。
研究發現，臺灣寺廟產業與周邊地區發展呈現正相關；而臺灣寺廟經營方式也從傳統的人際傳播轉向電子媒介來爭取更多信眾。此外，從臺北霞海城隍月老個案來看，透過公關與直效行銷，形成強大的拜拜經濟學，也帶動大稻埕商圈繁榮的發展。最後，臺北霞海城隍廟的行銷方式給予台灣寺廟經營之啟示包括：1、走向國際化；2、完善的管理人（委員會）特質與明確經營管理目標；3、有特色的經營；4、廟宇間的交流；5、節慶活動結合觀光。

關鍵字

寺廟 ； 霞海城隍廟 ； 寺廟行銷 ； 寺廟經營

並列摘要

Influenced by the uncertainty of political and economic development recently, Taiwanese feel panic about the future. As a result, temples become important places for people seeking spiritual comfort while religion has stability strength. However, many temples vanished because of poor management under circumstances of economic situation. Therefore, business management becomes the key point which decides a temple to live or die in such waves. This study will explore following four issues through document analysis, participation and observation, interview and case study: 1.Taiwan temple sector and its general developing situation; 2. General briefing of Taiwan temple business; 3. International marketing strategy of Matchmaking God of Taipei XiaHai City God Temple; 4. The inspiration of former strategy onto Taiwan temple business.
This study reveals that Taiwanese temple business has positive correlation with surrounding region development while the main business expanding way becomes electronic media instead of traditional interpersonal communications. In addition, the case of XiaHai City God Temple’s Matchmaking God shows the potential of “worship economy” formed by public relation and direct marketing, which also bring up prosperity to Dadaocheng region. Last but not least, the inspiration brought by Taipei XiaHai City God Temple marketing to Taiwan temple business contains: 1. Going toward internationalization; 2. Appropriate specialty of manager and specific business goal; 3. Distinctive management; 4. Interacting with other temples; 5. Combining festivals and tourism.

並列關鍵字

Temple ； XiaHai City God Temple ； Temple Marketing ； Temple Business

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